© Bente Meindertsma © James A. Rodríguez Fairtrade stands for changing the way that trade works. Our aspiration is to create a more sustainable future for farming communities by transforming global trade through promoting fairer trading conditions. © James A. Rodríguez These standards focus on (1) improving labor and living conditions for farming communities, and (2) promoting farming practices that don’t harm either people or the environment. When you buy products with the Fairtrade mark, you support farmers and workers as they work to improve their lives and their communities. With fairtrade, the whole supply chain is checked- from the field to when the product is packaged and ready for consumption • Licensing • Promotion • Standard setting • Civil society • Supply chain management • National advocacy • Product & Programme management • Market development • Monitoring & Evaluation of impact • Fund raising • Global accounts & new markets • Regional, National & product networks • Liaison officers in origin Minimum price, Premium, Soil & water management, no Bans on child and forced financing, access funds, etc. GMOs, organic premium, etc. labour, gender equality, etc. © James A. Rodríguez We offer Canadians many ways to get involved in Fairtrade by buying and purchasing Fairtrade products, spreading the word through the different Fairtrade Campaigns and volunteering in different activites and events. 7 © James A. Rodríguez Total Sales Volume 2014: 4,830 MT 2015: 5,409 MT 12% increase Number of coffee licensees 123 Main origin countries: Peru Colombia Major FT Coffee Importers: Ken Gabbay, NJ Mexico DOUEK, RGC Coffee, Coop Coffees. Nicaragua Honduras Projected Growth: 5% in volume of roasted coffee for 2016 Top 5 clients are growing at an average of 16%. Main drivers Kicking Horse, Keurig Canada and Café Vittoria 12 Roasted Fairtrade Coffee Kg per quarter 2015 vs 2014 3000000 2500000 2000000 1500000 Total Volume 2015 Total Volume 2014 1000000 500000 0 Q1 Q2 Q3 Q4 13 14 Strengths • Fairtrade Canada is a member of Fairtrade International • Producers truly “sit at the table” and have 50% representation at board level • Fairtrade Standards are considered the best-in-class • We offer full supply chain custody offering traceability and transparency • 89% of Canadian consumers who have seen the Fairtrade Mark trust it • Fairtrade is the strongest perceived certification among youngest generation of consumers • Strong and growing programs campaign (campuses, schools, towns and now workplaces and others) • Fairtrade Canada for Canadian licensees Weaknesses • Fierce competition from fair trade certification competitor Fair Trade USA • Seen as too expensive compared to other certifications particularly FT USA • Consumer confusion with so many label options • Canadian market is extremely segmented and spread out Coffee is the most 89% of Canadian visible Fairtrade consumers who have seen product in Canada the Fairtrade Mark trust it 15 16 17 .